New Zealand Coastguard Search and Rescue Forecast

AKQA’s Coastguard programme used machine learning, trip reports and live sea data to model boat positions and likely distress situations.

Campaign period: 2022Source published: Date not statedArchive entry prepared: 15 September 2026

Retrospective coverage, prepared in September 2026 from the original record.

New Zealand Coastguard rescue boats at sea. — WPP campaign image for Coastguard’s predictive rescue service. New Zealand Coastguard / AKQA; image published by WPP.

Reported execution

WPP describes a trip-reporting app and operations platform that records boat location during a journey, then combines it with live conditions and historical incident data. The intended output is a visual model of current and projected boat positions, including anticipated distress situations.

Our reading

This is service design used as brand communication: the useful thing is the message. The model supports preparedness, but it does not replace crews, users’ judgment or emergency protocols.

Evidence boundary

The agency source supports the mechanism and 2022 case year. It reports downloads and potential reach, but does not independently establish prevented incidents or model accuracy.

Sources & limits

WPP agency case study; its adoption and impact figures are agency-reported.

WPP — New Zealand Coastguard Search and Rescue Forecast — source publication date not stated.

Send a correction with the passage and supporting source.